ou demand a lot from your website .
You expect it to attract new customers , support the current ones , provide education and , above all , act as your most active salesperson . The demands expand daily . Can it help shippers track their deliveries ? Sure , why not ? Will it rank high the next time someone is searching for a courier ? That shouldn ’ t be too much to ask , right ? Will it help you recruit drivers ? It better ! You want all that and more . But is your site up to the challenge ? Chances are , probably not . If you want to stay relevant , show up at the top of a search and have a site that ’ s up to today ’ s demands , you ’ ll need a clear eye on how you look at it .
Think about the changes in our industry over the last few years : the impact of AI and route optimization , sustainability concerns and the push toward hybrid and electric vehicles , to name a few . This feels like the fastest-moving time in the logistics and delivery industry , and your website needs to keep up .
Let ’ s go through three stages of a website and see if it ’ s time to update , refresh or blow it up .
Refresh on the Regular
Once a site is live , the real work begins . We suggest having update schedules that coincide with your marketing plan and campaigns . This will ensure that your website is current and meets its
purpose . In Google ’ s eyes , nothing improves your website page ranking better than new and changing content and images .
Here are some ways to do this :
1 . Keep your website fresh with articles - An active news section will keep people coming back to learn about your new products and services . Use blog technology , relevant categories , and keywords or tags to actively engage with your current and potential customers .
2 . Share news - Coordinate with your PR team and share your news on the website and social media . Once your team puts out a great press release , it ’ s time to post it as an article on your website . Have a new employee ? Bringing on a new vertical ? Expanding your service area ? Get it up on your site !
3 . Review your website pages one by one - Follow a schedule to read through every page of your site . Add new information and , most importantly , eliminate old and redundant copy . Consider having a new employee or intern go through the pages with fresh eyes . Make sure you check the images . Are they up-to-date ? Do they feature an old building or show an employee who ’ s no longer with you ? Are all of the links working properly ? All of this will make a difference in the currency of your website .
“ This feels like the fastest-moving time in the logistics and delivery industry , and your website needs to keep up .”
summer 2024 I customized logistics & delivery Magazine 23